Auhna Bets on Indian Market

Gurugram-based bathroom accessories and drainage solutions manufacturer Transel Impex (P) Limited is betting big on the Indian market. “We have just launched our brand Auhnain the Indian market. We plan to appoint dealers and distributors across regions,” shared Raghav Sehgal ([email protected]), COO of the company. He informed that the company has readied plans to spread its footprint across cities. “We want to be present in major tier I and tier II cities in the next one year. Apart from offering a designer range, we are attracting the channel partners through industry-leading trade margins, a keen focus on the customer, and practical working terms,” he averred.

Having been into manufacturing products for global brands, Sehgal is confident about the quality that Auhna stands for. “We have been developing and producing products for leading global brands, and this has enabled us to consistently produce world class products. Auhna is the first brand to offer an international standard of products at Indian prices,” asserts Sehgal. This, according to him, will be a key parameter that the company will employ in selecting a business partner. “Our potential business partners must be quality conscious and must have in-depth knowledge of what they are selling and what else is available. They must cater to a clientele that is similarly discerning and conscious of the products they are using,” he said. The company is very flexible when it comes to investment at this early stage, because its primary concern is getting the right partners onboard who can then push the product to the right pockets of the market.

“We are not looking at a huge initial investment because we are confident of the product’s acceptability if channeled through the right partners and to the right pockets,” said Sehgal. “We will provide complete branding support,” he shared, adding that the company is closely working with several architects and designers to help channel partners sell the products. “We also provide product quality training and sales training to our associates,” he added. He further informed that the company will take recourse to digital marketing, print ads, newspaper ads, exhibitions and trade shows, dealer-distributors events, radio ads, etc to promote the brand.

Besides expanding its market presence, Transel has lined up new product launches for 2017. LED mirrors, and new designs in bathroom accessories are in the offing. “The new launches will comprise of top notch designer ranges as well as more accessible and universal range for the wider audience. Apart from this we are adding new articles which add utility and functionality to the bathroom,” shared Sehgal. “As of now, our product range caters to the premium segment.” However, there are plans to launch a range exclusively for the ‘Housing for All’ segment.

According to Sehgal, the company’s manufacturing capability is its greatest differentiator. “We manufacture everything 100% in-house, which means our process of expansion is slower. However, we do this to maintain a keen focus on quality and complete control on all the processes.” He added that there are plans to increase the distribution and logistics infrastructure this year by adding strategically located warehouses across the country. “We are also going to add to our capacity to produce LED mirrors.”